Amplifying local awareness through brand strategy
Marshall – international leaders in cutting edge wireless headphones, earphones, portable speakers and home speakers – wanted to enhance local Australian brand awareness and product demand to increase traffic to online retailers through a new brand strategy.
To start, we needed to understand where Marshall was focusing their marketing efforts with a detailed audit, followed by a comprehensive strategy concentrating on the main objective – to get the Marshall brand in front of more music enthusiasts online.
What we did
“PIER helped us grow our local brand awareness in the Australian market during a crucial retail period – the holiday season. They developed and implemented an effective advertising plan, the results of which far exceeded our sales expectations, while meeting our global brand objectives.”– Christopher Scott, Head of Operations, Aqipa Australia & New Zealand (Marshall AU)
How brand strategy drove decisions
Turning up the digital volume, we targeted a specific audience with a funnel campaign across Facebook and Instagram to spark interaction with the Marshall brand. We implemented a set of brand awareness ads to a cold audience, followed by website traffic ads to an engaged audience to encourage valuable action. The social media campaign was supported by Google Display Ads and YouTube video ads, aimed to nurture a cold audience as they became familiar with the Marshall brand and encourage clicks to online retailers’ websites, ultimately driving product sales.
Marshall’s brand awareness in the local Australian market soared during the 6-week digital campaign. Ad impressions surpassed the millions, while click-through-rates and video view-through-rates performed well above benchmark (video views were 31% better than average). Marshall saw a robust traffic increase to retailer websites and a positive effect on sales.
Wondering what a new brand strategy could do for you? Contact us for a free consultation.